On a recent visit to the region, Nick Brien (pictured), president and chief executive officer of Media Brands Worldwide, said the company would take advantage of the acquisition bargains in the current global downturn to strengthen its technology processes to service key clients, such as Microsoft.
While rival agencies speculate Microsoft’s business will be up for review in January next year, Brien noted: “This rumour is the farthest away from reality. We are in a great place with Microsoft and planning some really progressive new models and ways of working.”
Brien reiterated that the holding company had no plans to merge its media networks in Asia and will continue to operate the Initiative and Universal McCann brands as independent entities, each closely aligned with a network partner - McCann Worldgroup for UM and DraftFCB and Lowe for Initiative - under the Media Brands umbrella.
“It’s been proven to work by GroupM. What is important is that UM and Initiative don’t race or pitch against one another. We have been very clear in laying down the ground rules from day one. We want our agencies to play by fair rules and not compete but collaborate. There is only one P&L - this isn’t something you will find with media in the other holding companies,” he said.
“The challenge is to grow our diversified communications offering - online, shopper marketing, branded content. Where we can partner with existing IPG companies, we will do so. Where we can’t, we will acquire. I’m meeting with a mobility company on this visit. Digital acquisitions will play a critical role in areas where we need to strengthen Media Brands.”
Brien said the goal was for Media Brands’ agencies to be the top three players in their respective markets by 2011.
However, despite plans to accelerate investment in the region, he noted that strategies taken by the group to significantly improve its financial performance in Asia-Pacific could be hit as marketers reassess their spending plans during the coming months.
“The reality is, there are tough times ahead,” he said.
“In the US, we are in a strong position. Europe is seeing no growth, but we believe there will continue to be growth in Asia, particularly China and India. We will speed up our plans for business development in the region to get our brands where they should be.”
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While rival agencies speculate Microsoft’s business will be up for review in January next year, Brien noted: “This rumour is the farthest away from reality. We are in a great place with Microsoft and planning some really progressive new models and ways of working.”
Brien reiterated that the holding company had no plans to merge its media networks in Asia and will continue to operate the Initiative and Universal McCann brands as independent entities, each closely aligned with a network partner - McCann Worldgroup for UM and DraftFCB and Lowe for Initiative - under the Media Brands umbrella.
“It’s been proven to work by GroupM. What is important is that UM and Initiative don’t race or pitch against one another. We have been very clear in laying down the ground rules from day one. We want our agencies to play by fair rules and not compete but collaborate. There is only one P&L - this isn’t something you will find with media in the other holding companies,” he said.
“The challenge is to grow our diversified communications offering - online, shopper marketing, branded content. Where we can partner with existing IPG companies, we will do so. Where we can’t, we will acquire. I’m meeting with a mobility company on this visit. Digital acquisitions will play a critical role in areas where we need to strengthen Media Brands.”
Brien said the goal was for Media Brands’ agencies to be the top three players in their respective markets by 2011.
However, despite plans to accelerate investment in the region, he noted that strategies taken by the group to significantly improve its financial performance in Asia-Pacific could be hit as marketers reassess their spending plans during the coming months.
“The reality is, there are tough times ahead,” he said.
“In the US, we are in a strong position. Europe is seeing no growth, but we believe there will continue to be growth in Asia, particularly China and India. We will speed up our plans for business development in the region to get our brands where they should be.”
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